How LIC Housing Finance Amplified Reach & Engagement Through Paytunes’ Digital Audio Campaign
Campaign Overview/Background
LIC Housing Finance, in strategic collaboration with Paytunes, leveraged a cross-platform digital audio campaign to drive brand awareness and engagement among India’s growing digitally-savvy audience. Deploying audio ads across premium music platforms such as JioSaavn, YT Music, PocketFM, and an array of targeted mobile apps, the campaign focused on seamless brand integration into the daily listening habits of urban audiences.
Objectives
- Maximize digital audio ad reach pan-India among home-buying intenders.
- Drive a measurable uplift in listen-through rates (LTR) and click-through rates (CTR).
- Increase tangible audience actions and site traffic to LIC Housing Finance digital properties.
Strategy & Execution
- Platform Diversification: Ads were distributed programmatically over multiple leading audio streaming platforms and apps, promoting both Hindi and English creatives for inclusive reach.
- Frequency & Optimization: Average exposure frequency was carefully managed for balance between recall and user fatigue.
- Real-Time Dashboard: Performance was monitored and optimized via a live analytics dashboard, ensuring responsive adaptation to daily trends.
- Intelligent Retargeting: Campaigns prioritized users with demonstrated category engagement from previous efforts, ensuring higher conversion probability.
Key Results & Outcomes
- Achieved a 1.07× lift in LTR, evidencing improved audio creative relevance and user stickiness.
- Achieved a 1.02× jump in reach—broadening exposure to new user cohorts across India.
- Recorded a 2.5× surge in CTR—a qualitative leap in action-oriented engagement stemming from enhanced message clarity and placement strategy.
- Noteworthy CTR spikes correlated with certain days and platforms, indicating specific engagement hotspots.
Audience Demographics & Segmentation
- The campaign primarily targeted males and females aged 25–45 years, a high-potential demographic for housing finance products, and was executed as a pan-India campaign to ensure nationwide reach and impact.
LIC Housing Finance Ad Execution –
Device Type Breakdown & Reach Strategy
- Mobile Android
Dominated delivery with ~87.74% share of total impressions.
Primary driver of LTR and CTR uplift across the campaign. - Mobile iOS
Accounted for ~10.92% share, representing the second-largest contributor.
Played a key role in complementing Android reach, especially among premium users. - Tablet (Android)
Very minimal share (~0.6%)
Likely contributed to incidental or passive listening sessions. - Desktop (Other)
Represented ~0.42% of impressions.
Minimal engagement; not a core device for audio-based interaction. - Smart Home Devices / Smart Watches
Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices. - Tablet (iPad)
Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.
Insight: The campaign’s engagement metrics like LTR and CTR was primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.
Daypart/Timing Insights
- Analysis reveals distinct peaks in both LTR and CTR on specific weekdays, hinting at optimal windows during late weekdays and weekends for maximum listener receptivity.
- Consistency in audio spot delivery ensured brand presence was maintained across the full campaign window.
Geographic/Regional Performance
- Campaign reports “pan-India” targeting, but detailed regional breakdowns are not available; nonetheless, strong delivery across platforms with national user bases supports broad market penetration.
Key Learnings & Takeaways
- Diverse platform presence and language customization boosted overall campaign reach and relevance.
- Day-wise monitoring supported agile optimization, directly correlating with LTR and CTR improvements.
- Retargeting “previous responders” is a potent conversion lever for financial products.
Challenges & How They Were Addressed
- Platform Fragmentation: Navigating multiple streaming platforms required centralized analytics and creative consistency, addressed by a shared dashboard and standardized messaging.
- Frequency Management: Avoiding ad fatigue while maintaining high recall was resolved through frequency capping and real-time delivery adjustments.
Recommendations for Future Campaigns
- Deepen audience analytics—bring in granular segmentation by device types, listening modes, and city-tier breakdown.
- Experiment with more dynamic creative formats to sustain high LTR and CTR beyond initial spikes.
- Consider A/B testing daypart strategies to identify and amplify micro-moments of peak engagement.
Audio Attention in the Real Attention Economy
In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds—shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.
The Problem: Fleeting Attention on Most Digital Platforms
- Banner and display ads on websites usually keep user focus for only 1.6–2.6 seconds before they are ignored or scrolled past.
- Short-form video ads and reels hold attention for about 7–9 seconds on average before users swipe away or skip.
- This fleeting engagement translates to lower brand recall and minimal action.
The Unique Edge of In-Stream Digital Audio
In the LIC Housing Finance campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed—no other audio or video formats were part of the strategy. Here’s why it matters:
- The campaign saw average Listen-Through Rates (LTR) of 1.07x industry norms.
- This result means a substantial share of the audience listened all the way through—far higher than what visual formats deliver in the same time frame.
Attention Economy Benchmarks (per 100 exposures):
| Platform/Format | Avg. Attention (seconds) | Completion Rate (per 100) | Audio Attention Uplift |
|---|---|---|---|
| Banner/Display Ads | 2–3 | 12–18 | 4–8x lower than audio |
| Short Video (Reels) | 5–9 | 18–25 | 3–4x lower |
| Full Video (In-Stream) | 7–10 | 15–25 | 3–5x lower |
| Audio (30s spot) | ≥25 | 70–95 | 1.07x higher |
- Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.
- Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.
- 30-second digital audio ads command undistracted, multitasking-friendly attention, leading to 70-95 more completion events per 100 impressions than most display or short video placements.
Conclusion
This LIC Housing Finance campaign with Paytunes demonstrated how tailored digital audio strategies can drive measurable growth in both reach and engagement for financial brands. By combining audience-specific targeting with compelling audio storytelling and intelligent delivery, the pan-India initiative achieved exceptional performance across key engagement metrics—proving that financial marketing can be both data-driven and emotionally resonant..
This success underscores the transformative potential of digital audio in performance-led brand building. For organizations aiming to amplify their reach and engagement, Paytunes’ data-driven, insight-led approach offers proven value. Contact Paytunes for a bespoke demo or campaign consultation to redefine your brand’s digital presence.
Also Read – Neelkanth Jewellers × Paytunes: Hyperlocal Audio Ad Success